CVAMA Digital Marketing Summit - Strategic Planning

Digital Marketing Summit

Strategic Planning | Inbound MarketingIntegrating With Traditional | E-Mail Marketing

Measuring Success | Listening & Monitoring The Social Web

Central Virginia American Marketing Association

April 14, 2010Staunton, Va.

‣ Jason Falls

‣ Kipp Bodnar

‣ Doug Meacham

‣ Greg Cangialosi

‣ Dean Holmes

‣ Katie Morse

The Experience

‣ Social Media Philosophy & Strategic Planning

‣ Inbound Marketing: Draw Customers In

‣ Integrating Social & Traditional Marketing

‣ E-Mail Marketing: Your Digital Glue

‣ Measuring Social Media Success

‣ Listenting & Monitoring on the Social Web

Today’s Agenda

‣ Know how to:

‣ Determine what channels to use

‣ Integrate social with traditional

‣ Draw customers to you with social strategies

‣ Use e-mail marketing to connect your social efforts

‣ Measure success and progress

Takeaways

Social MediaSocial Media

What Happened?What Happened?

Image: Jozef Sedmak on Shutterstock.com

Social Media PhilosophySocial Media Philosophy

Photo: Courtesy SXCH.hu

Conversations Don’t Ring The Cash Register

Engagement Alone Doesn’t Sell More Stuff

Hold Hands, Sing “Kumbaya” All You Want, It Doesn’t …

Image: Luminus on Shutterstock.com

Eric Brown Urbane Apartments

“Did we rent more apartments?”

“Because if we didn’t, the practice of social media marketing is just a hobby.”

A recent conference call with a client talking about social media strategy

The end game for me is,

did we sell more stuff?

Bazaarvoice CMOs Group Survey

What’s The ROI of Social Media?

Survey across industries

72% Didn’t attach revenue in 2009 but will in 2010

81% plan to link annual revenues to social media

85% predict a 5-15% impact on their bottom line this year

64% will increase social media budgets

Fastest growing metrics tracked: REVENUE, CONVERSION, AVERAGE ORDER VALUE


Defining Strategic Planning

Image: Dieaugenweide on Shutterstock.com

“A strategic planning process delivers a set of defined initiatives (projects) that achieve a desired set of business goals.”

- Dennis McDonald, Technology Expert

Defining Strategic Planning

Without Planning

Image: Helder Almeida on Shutterstock.com

What Is A Plan?

Clearly Defined Goals

Measurable Objectives For Each Goal

Strategies To Meet Objectives

Tactics/Tasks To Accomplish Strategies

Goals

Must Be Singular

Can Be More Than One

To increase website traffic

To increase online sales

To decrease negative online sentiment

To capture consumer insight

To improve search results

Objectives MUST

Be Measurable & Specific

Must Point To One Of Three Things:

Outputs (Content, Products)

Out Takes (Information, Entertainment)

Outcomes (Changes In Metrics) Indicate A Target Audience List An Expected Level of Attainment Identify A Deadline Or Timeframe

- Beth Harte, Marketing Profs

Strategy Supports Objectives

OBJECTIVE

To create weekly content for Facebook fan page and increase page activity by 20% within six months

STRATEGIES

Design expert interview series for video content

Implement fan-generated photo challenge

Develop question of the week program

Strategy Supports Objectives

OBJECTIVE

To decrease internal email messages by 30% by April 15

STRATEGIES

Employ Yammer account for internal company messsages

Establish company SharePoint page for in/out board

Implement Google Docs for file sharing

Tactics Tasks Tools

Sign up for Co-Tweet

Establish accounts for company, assign marketing team access to account

Set up Radian6 with keyword searches and staff contacts for workflow

Train staff on use of Co-Tweet

Develop negative response work flow

What NOT To Do

Four Fatal Flaws of Strategic Planning

Skipping Rigorous Analysis

Believing Strategy Can Be Built In A Day

Failing To Link Planning With Execution

Dodging Strategy Review Meetings

- Ed Barrows - Harvard Business Publishing

Where Does It Fit?

Overall Marketing Strategy Is Your Guide

Filter That Through Social Media Philosophy

Find Social Insight For Consumer

Build Strategies Around Fulfilling That Need Or Purpose

Image: Luis Francisco Cordero on Shutterstock.com

Putting Theory Into Practice

Best Strategic Plans Are Based On Research

Instead Of Looking For Consumer Insight, Look For Social Insight

What does consumer share?

What social need can we meet?

What gives him/her social standing?

Correctly Identified, Can Drive Whole Strategy

Social Media Strategic Planning

Brand Intelligence

Image: dendong on Shutterstock.com

Consumer Insights

Pew Internet & American Life Project

Forrester Research ($$)

eMarketer.com ($$)

Compete, Quantcast ($)

Traditional Companies (Nielsen, etc.)

Social Media Tools & Companies

Ask your customersImage: Rudyanto Wijayai on Shutterstock.com

Community Behavior

Participate On Social Networks

Study Case Studies & Examples

Trial & Error

AskImage: Courtesy of sxch.hu

Tools & Platforms

Use The Popular Tools

Read Industry Blogs

Play

Tools & Platforms

Social Media Strategic Planning


Compendium Blogware Corporate Blogging Study – Dec. 2009

People still respond to advertising

“People” aren’t social media purists

Your customers and fans know you need to make money

“Remember - it’s not about selling, but helping people buy.” – Chris Heuer

Wiggly Wigglers

Indiana Spine Group

Corporate Blog

Direct Calls To Action As Part Of Site

Dell Outlet

Naked Pizza

Dollar General

Blatant Advertising

31,000+ Fans

Three recent posts:

93 Likes48 Comments

Image: Michael Heiber on Shutterstock.com

Image: Courtesy SXCH.hu

Did you give something to your audiencethat enhances their life or online experience?

Did you get something from your audience that can make your business better?

Be Consumer-Centric

Participate

Provide Value

Build Relationships & Trust

Plan for success

Present clear calls to action

Offer opportunities at relevant times/locations

Know that value can also be your product or service

Establish Singular Goals

Set Measureable Objectives To Achieve Goals

Develop Targeted Strategies To Accomplish Objectives

Enumerate Tactics/Tasks To Deliver Strategies

Thank You!

Jason Falls

PrincipalSocial Media Explorer

Email: [email protected]

Twitter: @JasonFalls

Phone: 502.509.4763

Web: socialmediaexplorer.com

Newsletter: socialmediaexplorer.com/newsletter

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